Morgan: design “doesn’t have to shout and be aggressive”

The world has become – perhaps always was – a big, scary, shouty place. And because cars continually evolve to reflect the world, there’s no denying everything looks a little bit… angry.

Well, everything except a Morgan. Speaking to Top Gear, design boss Jonathan Wells explained how a Morgan is designed, constructed and ultimately enjoyed greatly influences what it looks like.

“Naturally we’re a very sustainable company – we have one of the most efficient six-cylinder engines you can get [BMW’s inline 3.0-litre sixer], in a car that’s half the weight of the vehicle it was intended for,” he said when asked whether cars in general have to look so aggressive.

“All the materials are sustainably sourced. It’s lightweight. Our factory is powered by Weetabix. It’s all low energy manufacture.

“But the most important thing is longevity of ownership. Over 116 years, most Morgans are still accounted for, which means our back-to-ground is very low. And some of that is attached to design.

“If you design a car of the moment, it’s going to get tired and old. We can influence that with a bit of timeless design – to make something that does not have to compete, that doesn’t have to shout and be aggressive and be modern. We want it to be approachable and enjoyable,” he added.

Though this timeless design isn’t simply a slavish devotion to retro. “We don’t love the word ‘retro’ around Morgan,” Wells said. “For us, it’s not a reflection of the past… we’ve always done it like this. You can’t replicate something that’s never ceased to exist.”

He noted the personalisation available on a Morgan means customers get “incredibly invested in the journey”; that this approach “generates huge brand loyalty and community enjoyment”. It has in turn lowered the average Morgan owner’s age from somewhere around the 55-year-old mark, to 40-somethings.

“These cars garner a lot of affection,” Wells said. “It’s not an aggressive car, it’s a conversation starter. You don’t drive a car with running boards and a bonnet half a mile long if you don’t embrace that eccentric excitement,” he joked.

“And we don’t consider this to be a luxury product, but we consider the experience to be luxury.”